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Speaking with a variety of persons, Rita has tried to understand how different people are leveraging the Internet. Here are two experiences that she can relate to.
Building Credibility
When Mukta Darera, Founder, iReboot, started her venture, she did not allocate budgets for marketing. She instead focussed on her target group -people working in offices who spent about 10 hours in front of a computer every single day - and directed her efforts to sending emails. She created a “subscribe to our newsletter” section on her website which helped her get email IDs. Next, observing the increasing popularity of Facebook, she created her Facebook page. Mukta says “What I learnt is that Facebook did not give me direct business, but it created awareness. A person needs to hear about iReboot at least 3 times before he becomes a client. Email marketing was the most effective to convert, but Facebook and a website added all that extra credibility.”
Learning + Marketing
Maura Chari, Founder, Wellness Ocean Products, networks not only to grow business, but also for personal learning and growth. She says “By tapping into available resources from around the world like online blogs, podcasts and online discussions, I keep myself informed and widen my horizon. Thus networking is also a method of self-empowerment. It gives a better perspective and one can learn from the successes and failures of others in dealing with similar issues.”
Like many women entrepreneurs, Maura finds networking difficult and sets herself goals to follow-up and keep self-motivated. Maura is a member of the Headstart Google group for start-up companies. She has been able to find solutions for her business by following on-going discussions or asking others for help. LinkedIn has helped Maura connect with people who have become her suppliers as well as buyers. Lately Maura has also started promoting her online store through social media marketing using Facebook and Twitter. Thus Maura complements her offline marketing with her online initiatives.
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| Anajana Vivek |
Rita’s Plan
Rita has now decided on the following steps:
• She will join a couple of appropriate online discussion forums in the next three months
• She will take time to answer questions online and post her own questions, with the twin objectives of showcasing her expertise and learning from others
• She will post updates and introduce special product and service offerings through the Facebook page of her company
• She will monitor these activities on a regular basis with the help of
her assistant
• She will periodically seek feedback on her social media activities from her first circle of women entrepreneur friends
• She will regularly read articles and update herself on the usage of social media as well as the risks involved
Rita understands that she has to periodically review her strategy, keeping an eye out for possible risks. The benefits may take some time to materialise or may not even materialise.
She realises that there is no right answer or solution to approach networking in today’s virtual world. The phenomenon of social media is relatively new, with much to be explored. While she can learn from others, she must also develop her own models with a creative and innovative mind set, keeping an eye on the specific requirements of her business. She is eagerly looking forward to this exciting journey into the future.
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meet Anjana Vivek
Anjana Vivek is the founder of VentureBean Consulting and a guest faculty at IIM Bangalore. To write to the author, please send an email to dare@cybermedia.co.in with the subject line 'Anjana Vivek'.The views expressed here are that of the author and do not represent the magazine's.
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